Perhaps you’re on the fence about whether or not to hire a b2b tech PR agency partner. You know in theory it’s a good idea, but the amount of budget you need for it is harder to justify when there’s no guarantee it will be an effective complement to your marketing communications program.
Here are four reasons that can take the ‘in theory’ out of the equation and help your organisation build a leadership position in your market.
Boost your reputation. Reputation is everything these days and there is no more effective way to build and manage a positive reputation across all communication channels—print and digital—than with a strategic b2b tech PR programme. The essence of PR is all about supporting a company’s efforts to make a good and lasting impression with the audiences they are trying to communicate with and reach. In a world where one misstep can cost a brand dearly, securing and maintaining a favourable reputation is priceless.
Support sales. There’s a lot of noise out there and more companies competing to garner attention and stand out amongst a sea of sameness. Your sales team needs extra support to find opportunities and to pave an easier path to getting a prospect interested in what you have to offer. PR is an effective tool for getting your company’s name out there in the industry and building a thought leadership position so the next time your sales team approaches a prospect, that prospect may at the very least have heard of you and this gets you one step closer to winning them over as a new customer.
Educate the marketplace. We all know you cannot just put a statement on your website or in a social post and expect it to resonate and matter to your audiences. The claims you make about a product or technology need to be rooted in something and PR can help drive this messaging by showcasing how customers are using your offerings to succeed. PR can also be used to secure opportunities for your experts to share the value of what you do with reporters writing about trends and news features where you can contribute. These placements tend to be more trusted by people and aren’t a sales pitch so they can play a significant role in making your company credible while educating audiences about the value of what you do.
Build brand awareness. Yes, advertising and attending industry events are helpful for building brand awareness. But PR can take it to another level and do it cost-effectively. If your PR program is based on thought leadership and credible information sharing, your brand awareness will grow exponentially and you will be a perceived as a leader in your industry. PR is often a more targeted, affordable approach to building up a brand.
If you’re interested in learning more about how b2b tech PR can help your company grow and communicate more effectively with your key audiences, we’d love to chat with you. Please contact TechComms, a b2b tech marketing and communications agency on + 44 (0) 203 322 8928.